BNET are reporting a tiff between The Children's Advertising Review Unit (CARU) and the MPAA
CARU has sent out a stream of press releases indicating it believes that sexy, violent movies are being wrongly advertised to kids — and the MPAA, per its agreement with CARU, has done nothing about it.
Often, CARU discovers that the movie studio intentionally placed the ad on kids' TV. That happened recently with an ad for Star Trek . The film is rated PG-13 for sci-fi action and violence, and brief sexual content, but was
advertised during children's programming hours. CARU's rules state that advertisers should take care to assure that only age appropriate videos, films and interactive software are advertised to children.
MPAA tells BNET that it has never found a movie studio in violation of its advertising rules, even though CARU has referred dozens of movies to MPAA over the years for alleged violations just like Paramount's.
It turns out that MPAA's idea of what's appropriate for kids is different from CARU's. MPAA notes that PG-13 is a cautionary rating, not a restrictive one. It suggests 13-year-olds shouldn't see the movie, but 12-year-olds can still buy their own
tickets if they want to. So PG-13 movies can be advertised to under-13s.
Update: Nutters whinge at advertising Transformers to children
29th June 2009. Based on article
The Campaign for a Commercial-Free Childhood has sent a letter to Chairman Jon Leibowitz of the Federal Trade Commission urging the FTC to
stop the marketing of violent PG-13 movies targeted to children. CCFC cited over 2,700 ads shown on children's television stations for four of this summer's violent PG-13 blockbusters including Transformers: Revenge of the Fallen , Star
Trek , Terminator Salvation , and X-Men Origins: Wolverine . The commercials were shown between 6:00 am and 8:00 pm on children's stations such as Nickelodeon and Cartoon Network, and include ads for the films, as well as
movie-related licensed toys and Burger King Kid's Meal promotions.
CCFC's appeal comes two years after the national advocacy organization first urged the FTC to act on the marketing of PG-13 movies. CCFC's initial request was spurred by the 2007 premiere of the first Transformers film which was marketed to
children as young as two through ads, toys, and food promotions.
Because the MPAA continues to ignore the FTC's request, this summer preschoolers are once again being subjected to a barrage of advertising for violent PG-13 blockbusters, said Susan Linn, CCFC's Director and a psychologist at Judge Baker
Children's Center: When it comes to the film industry and children's wellbeing, it's clear that self-regulation has failed.
Added Dr. Linn, It's bad enough that movie companies advertise violent, PG-13 films on children's channels before 8:00 pm. But marketing the films through ads for licensed toys and kid's meals is especially unfair and deceptive. For years, the
FTC has expressed concern about violent, PG-13 movies being promoted to children. Now the Commission needs to act.
Update: Petitioning the FTC
6th August 2009. See article
Armed with over 3400 signatures, a significant number of statements from parents, educators and citizens nationwide, along with an updated
figure of almost 5,000 commercials aired for PG-13 rated movies (March to July 2009), the Campaign for a Commercial Free Childhood (CCFC) have submitted their petition and request to the Federal Trade Commission's Chairman, Jon Leibowitz.
CCFC is asking once again for the FTC's assistance in getting the Motion Picture Association of America (MPAA) to stop the film industry from targeting young children with their advertising for PG-13 films, which includes significant